The problem: Most of our video footage focussed on hotels and destinations, while useful in the customer journey this content isn’t always the most sharable. It is also expensive to send people abroad to film.

The solution: I led a project to create a series of Australia inspired videos for our Austravel brand. Because the videos feature staff members and are filmed in the UK the costs were kept low. We were inspired by popular BuzzFeed videos showing people trying new foods and drinks.

The outcome: The first video in the series became the best performing video on our YouTube channel for views and watch time in the two months since it was published.